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Dominique Braxton - Loyola Marymount University. Los Angeles, CA, US

Dominique Braxton

Assistant Professor of Marketing, College of Business Administration | Loyola Marymount University



You can contact Dominique Braxton at dominique.braxton@lmu.edu.

Dominique Braxton joined the marketing faculty at LMU in fall 2019. She earned her B.S. in Marketing from the University of Nevada, Las Vegas and her Ph.D. in Marketing from the University of California, Irvine. In addition to working as a research and teaching assistant during her studies at UCI, Professor Braxton also served as a coordinator for the development and implementation of a behavioral lab for experimental studies. Her primary research interests include consumer responses to technology in retailing and customer experiences. In particular, she uses experimental research methods to understand how consumers use technology in their shopping experiences, and how different aspects of online and offline retail environments impact the customer experience. She has presented her work at the Society for Consumer Psychology and the Association for Consumer Research, two leading conferences in the field of consumer psychology. An American Marketing Association (AMA) - Sheth Consortium Fellow in 2017, she has been recognized by the Ph.D. Project and the AMA Foundation for academic excellence.

Education (2)

University of California, Irvine: Ph.D., Marketing 2019

University of Nevada, Las Vegas: B.S.B.A., Marketing 2009


Areas of Expertise (5)

Customer Experience

Digital Marketing

Consumer Behavior

Retail Technology

Consumer Well-Being

Industry Expertise (2)



Articles (3)

The impact of collective brand personification on happiness and brand loyalty

European Journal of Marketing

Dominique Braxton, Loraine Lau-Gesk


Frontline service providers are a key touchpoint in a customer’s overall experience with a brand. Though they are recognized as important contributors to brand experiences, service providers have received relatively little attention in both experience marketing and branding research. The present research illuminates the importance of understanding factors that contribute to the role services providers play within the environmental context of the customer’s brand journey. Two experiments show that greater customer happiness and customer loyalty could be achieved through collective brand personification whereby the frontline service provider’s identity and core values align with those of the brand persona and store environment. Specifically, findings reveal that customer happiness increases due to feelings of belongingness and greater brand authenticity when the service provider aligns with the retailer’s brand persona and store environment. Given the strong desire companies have to bolster customer happiness in order to increase brand loyalty, the findings bolster the importance of understanding the influential factors associated with frontline service providers. Their role in creating optimal customer experiences should not be underestimated.

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The effects of processing mode and brand scandals on copycat product evaluations

Journal of Marketing Communications


Conventional wisdom suggests a ‘copycat’ (look-alike) product’s success is due in part to the halo generated by its positive association with national leader brands (NLB). But, what if the NLB is the focus of negative publicity? In the current investigation, we seek to determine the extent to which NLB scandals (i.e. negative news stories) have an impact on consumers’ evaluations of copycat products. Further, we extend recent work on comparative evaluation strategies (consumer information processing modes) by demonstrating that a copycat product is evaluated more favorably when presented separate from (as opposed to adjacent to) the NLB product. However, negative perceptions of the NLB are shown to moderate these effects. Furthermore, a follow-up study supports the notion that visual similarity drives these effects.

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Body image dissatisfaction and self-esteem: a consumer-centric exploration and proposed research agenda

Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior


This article addresses the obesity epidemic, arguably one of the biggest health issues presently facing our society, by taking a critical look at the body image dissatisfaction and self-esteem literatures. The authors delve into three key areas, namely, the constructs themselves, the media effects on these constructs, and finally the relation of these constructs with a key solution, exercise. To address these three areas, three tables are presented to accompany descriptions of each construct which provide a vast and overarching review of the crossdisciplinary literature on the topics. The authors conclude by suggesting several potential research ideas, including a transformative positive psychology intervention which combines cognitive attitude-based framing (to increase body image satisfaction and self-esteem) with applied behavior analysis (to increase exercise frequency).